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How Top-Performing Baby Pages Win on Amazon & Walmart

Andrew Waber | May 7, 2019

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Nearly every item in the baby products category is shopped as a considered purchase. Parents researching for the best product for their child want clear benefits outlined and exhaustive details, even if it’s for disposable products like diapers. Meanwhile, on the high end of the market, items like car seats are not just a long-term investment but one that has a direct impact on the safety of a child. That critical information needs to live alongside details like comfort and meaningful features, underscoring the importance of executing well on the product page in order to drive sales and market share growth.

Enhanced Content Is Pervasive Across Top-Selling Product Pages

Top performing baby product pages across both Amazon and Walmart.com are significantly more likely to have enhanced content than poor-selling pages. Across every price point on Amazon, more than 58% of top-selling baby product pages have enhanced content, and that number jumps above 75% at higher price ranges. Meanwhile, on Walmart.com, roughly 30% of top-selling baby product pages have enhanced content - still far outpacing poor-selling products on the site.

(Once Again) The Higher the Price Point, The More Images Matter

As with other verticals, the average number of images present on top-selling product pages across both Amazon and Walmart.com go up steadily alongside price. For baby products costing $100 or more, that top-selling average image count reached 8.0 on Amazon and 7.7 on Walmart.com. This is a clear signal that consumers shopping for higher-priced baby products place a great deal of importance on robust imagery, and will put their money towards product pages that provide them with that level of detail.

Brands Should Focus on Review Counts, Not Star Rating

Regardless of retailer and price point, the raw number of average reviews amongst top-performing baby products is consistently much higher than that of poor-performing products. However, the difference in average star rating is much closer, and in some cases, negligible. When shopping across competing products, a significantly higher review count means consumers have more assurance that they won't be "guinea pigs" for a product, even if that product's star rating may be slightly lower than a competitor's. This is particularly important when it comes to products for their children.

Ultimately, your Amazon and Walmart.com product detail pages are the chance to represent the full story of every item you sell. Buyers want to understand the purpose, benefits, and why they should buy from your brand, at a glance. By understanding the tactics used by top-performing pages at every price point, you can adjust your own strategy and stand out across the digital shelf.